The Effect of Green Digital Orientation on Employee Green Innovation in Southeast Asia
DOI:
https://doi.org/10.55606/jubima.v4i3.4541Keywords:
Employee Green Innovation, Green Digital Capability, Green Digital Orientation, Manufacturing, Southeast AsiaAbstract
This study examines the effect of green digital orientation (GDO) on employee green innovation be-havior (EGIB) and investigates the mediating role of green digital capability (GDC) among manufac-turing companies in Indonesia and Singapore. A quantitative approach with an explanatory research de-sign and cross-sectional survey was employed. Data were collected from 223 manufacturing employees selected through purposive sampling and analyzed using CB-SEM. The findings indicate that GDO has a positive and significant effect on GDC, while GDC has a positive and significant effect on EGIB. In contrast, GDO does not have a significant direct effect on EGIB. The mediation analysis demonstrates that GDC significantly mediates the relationship between GDO and EGIB. These findings suggest that a digital orientation aligned with environmental objectives is insufficient to generate green innovation among employees without the digital capabilities required to translate such orientation into workplace practices. The study highlights the importance of developing GDC as a mechanism for translating firms’ green digital orientation into employee green innovation behavior in the manufacturing sector.
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